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Building Brand Recognition as a Mid-Sized Company
4 Plays9 months ago
This conversation focuses on how mid-sized and smaller companies can effectively compete with larger industry players through targeted advertising strategies. Ashley emphasizes leveraging local advantages, such as community engagement and unique messaging, to stand out in the market. Practical examples and creative targeting strategies are discussed to help businesses gain visibility and build brand recognition. Takeaways
- Use what feels like a disadvantage as an advantage.
- Targeted advertising is key for smaller businesses.
- Focus on local markets to stand out.
- Leverage community engagement for visibility.
- Sponsoring local events can enhance brand recognition.
- Geofencing helps in targeting specific regions.
- Identify your unique differentiator in the market.
- Creative messaging can attract more customers.
- Visibility is crucial to compete with larger companies.
- Brainstorming can help clarify your unique value proposition.
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Transcript
Introduction to the Podcast & Host
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Welcome to the Anya Mike podcast, a podcast where we discuss the ins and outs of marketing, running a business and tips and tricks the industry may just not be telling you, but we will.
00:00:14
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If you're looking for inspiration on exactly how to grow your business with ambition, innovation and confidence while creating maximum impact to influence your clients like never before, you're in the right place.
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Grab your AirPods, pen, paper, or laptop, and let's get on your mic.
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Get set and grow.
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And now, here's your host on the mic, CEO Ashley Monk.
How Can Small Companies Compete With Giants?
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Okay, this episode is for all of my mid-sized and smaller-sized companies that are wondering, how in the world do I compete?
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Where you're looking at your competitors, you're looking at other people, and you are looking at their budget, and you're looking at yours.
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Or maybe you're looking at the size of their team and all the initiatives that they have going on, and you're thinking...
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how, what do I do with that?
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How am I supposed to compete with that?
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What even in the world, I don't have their resources.
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I don't have their time.
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I don't have their money.
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I don't have their investment.
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I can't be all the places that they are.
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What do I do?
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And that is where I am going to encourage you in this episode to use what feels like a disadvantage as an advantage.
00:01:22
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And that is your size, your space and targeting.
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So what we're going to talk about today is targeted advertising.
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How do you compete with industry giants and really come to market in a way that is recognizable and unique to you?
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And I think targeted advertising is the best way to do that.
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And so sometimes your marketing can kind of just feel like bringing a slingshot to a cannon fight.
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And so when you see all of that brand recognition, you're like, how do I do that?
00:01:49
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We really want to focus and drill down at the mid-level market or your local market to really stand out.
Leveraging Unique Selling Points for Small Businesses
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And so what you can do is use that size to your advantage to going maybe as the small fish, as the family owned organization, as the institution that's more intimate, that has smaller class size ratios, as the hospital that really allows for one-to-one or smaller patient ratios for training and mentoring for other people that are coming on.
00:02:16
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That is your advantage.
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And that is the messaging that you need to speak and you need to communicate about.
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Whatever that disadvantage feels like for you,
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that's what you go to market with.
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For us, it's that we're not full service.
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We're specialized.
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So you wouldn't want just any kind of general doctor if you were having a challenging or a complicated pregnancy.
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Like, no, if you're going to have a C-section, like you, you're going to want an OBGYN that is a surgeon that's going to be specialized in that area, right?
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And so
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Same for us as an agency.
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We are very drilled down and focused and we are specialists in what we do.
00:02:49
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So whatever that disadvantage where people may try to disqualify for you, the first thing that I want you to think about when it comes to going after your audience is using that in your messaging as your unique opportunity and as
Local Marketing Strategies: Geofencing & Sponsorships
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your advantage.
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The next step though...
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is really contextualizing this.
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So the key here is standing out in the local or the mid-market with whatever that advantage is for you.
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So one thing that we love to do and we partner with clients on is geofencing.
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So how do we contextually stay relevant and target certain regions or certain areas around that vicinity?
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Because here's the thing, if it's local to them and you are local to them, that's going to get their attention and be more relevant than an industry giant platform
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clustering you everywhere with ads.
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And so the challenge with the creative becomes, okay, how do I not only target here within this area?
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How do I demonstrate and show off in a way that it's like, oh yeah, I'm from here.
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So let's just talk about maybe some practical examples.
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If you are
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maybe a home services company and you really focus on several different counties.
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Have you thought about sponsoring a sports team and using maybe photos of your logo on the Jersey and your advertising so that people are like, Oh my goodness, wait, they're from here.
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They know me.
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Like, what are those seeds that you can plant?
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Could you go and sponsor a chamber of commerce event and be the lunch sponsor, have photos taken, and then use that in your advertising so people are like, wait a second, I know them.
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Can you partner with...
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and have a service day with a nonprofit to where you capture video content and that you use that.
00:04:27
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That is the key, my friends.
Engaging with Local Audiences Effectively
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It's getting visibility.
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If you are trying to compete with the giants and you're not one, it's getting, and then giants, if you're listening to, here's where you can counteract that, where you can come back and you do those things so that you can get, again, build that reputation that you do care that you are contributing.
00:04:43
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That is going to be so, so important.
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And then finally, how do you target people that care about those things?
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Are there specific locations?
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Are there, if you're in B2B, are there conferences to where you know those decision makers are hanging out?
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Can you get them to the booth?
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Can you find things maybe that are going to pierce through?
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And if you're going somewhere new, I would say, what could you do to pierce through the noise?
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What could you do to get their attention?
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And so at the end of the day, it is not about trying to compete or be anyone
Identifying & Using Unique Selling Points
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else.
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It is about trying to figure out
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okay, what is unique?
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What is my differentiator that no one else can say?
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And you might need to really think about that and get with your team to brainstorm what that differentiator is.
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You might need to journal it.
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You might need to take notes, do a brainstorm session to figure out what can we say about ourselves that no one else can.
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It's a hard question to answer, but when you answer it and when you incorporate it into what you are doing, it will transform and it will be the key to help continue to attract more and more efforts to your marketing.
00:05:43
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So
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I hope that is helpful.
00:05:45
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I'm curious to know how that brainstorming goes or works and stay tuned till next week.
Conclusion & Call to Action
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Thanks for joining us this week on the Anya Mike podcast.
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We'd love to hear from you.
00:05:58
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Make sure to visit our website, anyamark.com, where you can subscribe and never miss a show.
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While you're at it, if you found value in this episode, be sure to drop us a five-star review on iTunes and share the show with a friend to help us to continue to influence more people to create maximum impact.
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Tune in for next week's episode, and we'll see you then.